PROGRAM

BM-8 From Cost to Investment: Rethinking Marketing KPIs

We call advertising an investment. Yet the moment business results soften, it is the first thing to be cut. This contradiction is not a question of marketers' competence. It comes from how KPIs are designed. When the only numbers that count inside a company are short-term CPA and ROAS, the medium- and long-term effects go unmeasured, and advertising spend keeps being treated as a cost.

In this session, three marketing leaders from three companies — with very different advertising payback periods, and very different numbers demanded of them by management — will discuss how they have connected short-term and long-term metrics, and what figures they have used to make the case to leadership and finance. The conversation will include what did not work, not only what did.

Drawing on real examples from each company, we will share a way of thinking for rebuilding KPIs around your own business. This session is for anyone involved in how advertising money is handled: marketers entrusted with an advertising budget, the executives and finance leaders who decide on that budget, and the agency professionals who propose how to spend it.

• Moderator

  

  Shunsuke Konno

  DOCOMO SMTB Net Bank, Inc.

  Managing Executive Officer, Head of CX Marketing Strategy Department

  

• 

  Ryosuke Sato

  Tokyo Gas Co., Ltd.

  Residential Market Strategy Dept.　Branding Promotion Sect.

  

• 

  Tatsuya Okamoto

  Ajinomoto Co., Inc.

  Advisor

  

• 

  Shuichiro Tanida

  dip Corporation

  Marketing Headquarters Platform Marketing Division baitoru DivisionDepartment Head